The Cadbury Better the Hide, Better the Hunt campaign is being run in the UK by the chocolate brand as a way to encourage consumers to elevate their Easter 2026 egg hunting endeavors. The campaign is launching in partnership with comedian and magician Pete Firman who will encourage consumers to follow his Golden Rules of Hiding to maximize their springtime fun. The campaign also encourages consumers to creatively, playfully and thoughtfully come up with hiding spots in and around their home when getting ready for Easter this year.
Brand Manager at Mondelēz International Sarah Haworth spoke on the Cadbury Better the Hide, Better the Hunt campaign saying, "Easter is one of the most important moments in the confectionery calendar and Cadbury has always proudly owned the ritual of the Easter egg hunt. With Better the Hide, Better the Hunt, we are activating an engaging campaign to drive strong awareness and consideration at the time when shoppers are planning their Easter activities, driving incremental seasonal sales throughout the peak Easter trading period."
Elevated Easter Hunt Campaigns
The Cadbury Better the Hide, Better the Hunt Campaign is Joyful
Trend Themes
1. Ritualized Seasonal Marketing - Brands reframing holidays as repeatable rituals that blend nostalgia and play, enabling deeper seasonal emotional engagement with products.
2. Gamified Brand Experiences - Play-focused campaign mechanics that layer discovery and reward onto shopping journeys, turning purchase moments into interactive experiences.
3. Influencer-backed Playful Advertising - Collaborations with comedians, magicians, and creators that inject personality and instructive entertainment into product rituals, amplifying shareable moments.
Industry Implications
1. Confectionery Retail - Shelf merchandising integrating treasure-hunt mechanics that redefine seasonal purchasing paths and impulse buying behavior.
2. Home Entertainment - Family-focused content and physical kits that extend festive rituals into at-home experiences, merging play and product consumption.
3. Event Technology - Location-aware apps and AR trail layers that transform ordinary spaces into branded scavenger hunts, blending digital discovery with physical touchpoints.